フライヤーの文章を見直す。

こんにちは、スワンです。

ある作家さんのフライヤー、

展示会などに置いても、ぜんぜん減らないのだそうです

恥ずかしい、、、ということで、どなたかは明かせませんが、
内容の掲載はオッケーいただきました。ありがとうございます。

そのフライヤーをぱっとみて、思ったことがあります。

作品もよし、お写真も完璧可愛いのに、

コピーは、ざっとこういうもの。

「このまま○○しないと○○になってしまいますよ」

「もう○○しない○○」

「○○できない」

否定文の連発。
ぜんぜん作品(商品)と似合ってないなー、と。

しないでいいの?不安をあおって、購買につなげる

皆さんご存知、典型的な例です。

そしてこの戦法は、とても使いやすいのです。

これは、ある意味効果があります。

例えば、防災グッズだとかゴキブリ対策だとか、

元々の不安からくる、その解決策の商品ならありだと思います。

しかし、売っているものがとっても夢があって

楽しい、可愛い、便利なものだとしたら、

これは逆効果になります。

要するに、パッと文章を見たときに浮かぶイメージが
可愛くないのです

ということで、この例でいうと、

もう

とか

しない

という否定形を、ポジティブに変換しました。

具体的にいうと、

「もう○○しない○○」

「もっと○○になる、○○!」

この作品(商品)を手に入れたら

こんなに楽しいことが待っているのね!わーい

と、瞬時にポジティブなイメージを持ってもらうと
好感度がアップします。

「このまま○○しないと○○になってしまいますわよ」

という恐怖感のあおりではなく、

「○○すれば、○○になりますよ♪」

または

「○○になるために○○しましょう!」

という安心感です。

単純に言い方を変えただけで、

言っていることは同じなんです。

だからといって、、、

ポジティブオンパレードも、胡散臭さを醸し出すので注意が必要です

そして、時に、否定形を使う事で、

強い意志を表明する効果もありますので、
否定文が悪いというわけでもありません。

「もう涙はみせない!だって女の子だもん」

ね、意志を感じますよねw

ああ、文字ばっかりでつい長くなってしまいました(汗

今回は、好感度のためにも

自分の作品や商品と、そのコピーが見合っているか

今一度、見直してみましょう

というお話でした

ラッくんも、そーぉっと勉強中

編みかご教室のレシピが、ハガキサイズなわけ>>>

スワンへのご相談は、こちらのフォームをお使いくださいませ>>>

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